1) The document discusses digital experience trends for 2016, including retargeting, new engaging content formats, optimizing the mobile experience, and personalizing the digital experience. 2) It also discusses the importance of customer experience, with 89% of businesses competing on customer experience by 2020, and how companies that know their customers well can build loyalty. 3) Marketing automation is mentioned as a trend, with the goal of allowing customers to build, track, and manage digital campaigns and monitor lead flow from marketing to sales.

1. 1er avril 2016
PERSONNALISEZ
L’EXPÉRIENCE DIGITALE !
Marc Brassier – LIFERAY / Audrey Dumas - RUBEDO

2. CAPTER L’ATTENTION
1
Tendance 2016 -
Retargeting
Le retargeting consiste à afficher des messages publicitaires
(bannières, emails) à un internaute sur des sites tiers, suite à la
navigation de celui-ci sur un site internet donné.
• Un taux de conversion de 2% à 5% (Critéo)
• Renvoie un trafic de très bonne qualité

3. CAPTER L’ATTENTION
1
Tendance 2016 -
Retargeting
Le retargeting consiste à afficher des messages publicitaires
(bannières, emails) à un internaute sur des sites tiers, suite à la
navigation de celui-ci sur un site internet donné.
• Un taux de conversion de 2% à 5% (Critéo)
• Renvoie un trafic de très bonne qualité

4. CAPTER L’ATTENTION
Tendance 2016
Proposer de nouveaux services
et formats pour attirer
2 Calculettes, livres blanc et livres blanc interactifs
«livres dont vous êtes le héros», training, quizz,
infographie interactive, … pour générer un
engagement

5. PROPOSER DE NOUVEAUX SERVICES
& FORMAT POUR ATTIRER
#Gifographie
#e-learning gratuit

6. CAPTER L’ATTENTION
Tendance 2016
Content Marketing
3
Contenu produit centric vs Contenu user centric

7. EXPÉRIENCE UTILISATEUR
Tendance 2016
Optimiser l’expérience mobile
4
86% des Français sont des
internautes
79% des mobinautes utilisent leur
smartphone pour lire un e-mail
62% 74% 33%
Usage en France

8. EXPÉRIENCE UTILISATEUR
21 avril 2015 label « site mobile »
Expérience mobile
Google AMP project (Accelerated Mobile Pages)
Format AMP = page 10x moins lourdes, temps de chargement x4

9. EXPÉRIENCE UTILISATEUR
Tendance 2016
Personnaliser l’expérience
digitale
5 The year 2016 takes consumer empowerment to the next level.
According to research by Gartner, 89% of businesses will compete
mainly on consumer experience by 2020. And the companies that
will outperform in this segment, are the ones who know their
customers well and build long-term loyalty. Gartner

10. AREYOU DIGI-BLA-BLA ?
97% of customers says that online experience influence their purchase
Personal experience : for some of them a new Digital strategy is a new
website eventually responsive design using aWCM product (leads to a fight
between IT and Marketers)
1 to 3 simples objectives
88% of Enterprise say
that they are engaged in
a DigitalTransformation
but only 28% knows how
to define it...

11. SOME FACTS : ACQUISITION
AND 63% says they would spend more money
with companies that personalized promotional
offers (Average : 19% of upsell)
Results : For a 1 000 000 € revenues company, if you
have a good digital strategy without effort and staying in
you sofa you will gain 1 190 000 €

12. SOME FACTS : CUSTOMER SERVICES
86% of global consumers switched service providers due to poor
customer service experiences > My experience at CMB

13. WEBSITE MATURITY

14. Source : Matthias Moreau

15. KODAK OR BLACKBERRY EFFECT
Pure Player now compete with historical firms ? Really ?
HelloBank by BNP
Soon by Axa Bank
Amaguiz by Groupama
Boursorama by Societe Generale
Some of them even don’t know…
http://www.kayak.fr
https://www.google.fr/flights/

16. BEFORE…
Previously on aWCM product only 0% responsive and just a few
online services : GrdF website

17. CAPTER L’ATTENTION
De la pub à l’expérience client

18. AUDIENCETARGETING

19. BAD EXAMPLE : MY OPINION

20. WHY ?
Advantages ? NOT REALLY
Content targeted ? NOT REALLY
User experience interface ?YES
Customer Acquisition tools ? NO
Voir Article Novembre 2015 : Big Data -Voyages-sncf.com se transforme grâce aux données
No real competitors ?

21. SNCF NEWSLETTERVS

22. AIR FRANCE NOTIFICATION

23. GOOD EXAMPLE

24. WHY ?
Avantages ?YES
Content targeted ?YES
User experience interface ?YES
Customer acquisition tool ?YES

25. BEST OF BREED : OUR CUSTOMERS
Solution offering both Portal and WCM features provide the best of breed

26. STRATÉGIE DE PERSONNALISATION
Géolocalisation, Contextualisation et Personnalisation

27. EXPÉRIENCE UTILISATEUR
Tendance 2016
Marketing automation
6 The goal is to provide customers with the ability to build, track,
and manage digital campains, and monitor the flow of leads as
they move from marketing to sales.

28. BUILD,TRACK AND MANAGE DIGITAL
CAMPAINS
1. Définition des objectifs
2. Analyse et scoring des comportements
3. Actions marketing ciblées
4. Analyse ROI
Search : 10%
Marketing Automation